Sweeney, 55, will be responsible for directing the day-to-day activities of the BOA, including overseeing preparations for the Sochi 2014 and Rio 2016 Olympic Games and the inaugural European Games in 2015.
He has worked with brands that have a standing in Olympic sport, as well as sports such as rugby, cricket and sailing.
Sweeney said: “It is a privilege to have the opportunity to work with the dedicated team at the British Olympic Association in making certain the United Kingdom’s finest athletes have the resources and support they need to excel on the international stage.
“With managerial experience across Europe, the U.S. and Asia with some of the sports industry’s leading brands, I look forward to working with all our partners and stakeholders to ensure we have the best-prepared, best-supported teams competing at their highest levels in the Summer, Winter, European and Youth Olympic Games.
“Having had experience overseeing programmes to meet the equipment needs of Olympic athletes, and developing business initiatives at both the Beijing and London Olympic Games, I look forward to building on the excitement and momentum created by the outstanding performance of Team GB at London 2012.”
Sweeney has also held senior-level global sales, marketing and brand development positions with companies such as Ellesse Ltd., Jordan Grand Prix and Reebok International, where he served as President and General Manager of Reebok Japan/Asia Pacific, and Senior Vice President and General Manager of North America.
Lord Sebastian Coe, British Olympic Association Chairman: “We had a number of outstanding candidates who put themselves forward for our Chief Executive position. Bill’s business and sport experience, and his impressive record in developing global sports brands, makes him the right choice for this role.
“Importantly, Bill knows how to build brands, reach consumers and generate the revenues that are necessary to support our operations.
“We are delighted to welcome Bill to his new role at the British Olympic Association and look forward to the contributions he will make in support of Team GB and the wider British Olympic family.”